2024
0
Thailand Salty Snacks Market Report 2024
2024-03-22T12:04:13+00:00
REP8BEAE85E_298A_4D18_8233_9A393406DCF3
2195
171780
[{"name":"Snacks","url":"https:\/\/store.mintel.com\/industries\/food\/snacks"}]
Report
en_GB
Grow as a staple for satiety with a health/indulgence balance, unlock new occasions beyond downtime and trigger trial through functionality and global flavours.Rashmika Khanijou, Research Analyst…

Thailand Salty Snacks Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Grow as a staple for satiety with a health/indulgence balance, unlock new occasions beyond downtime and trigger trial through functionality and global flavours.

Rashmika Khanijou, Research Analyst

Table of Contents

  1. executive summary

    • Mintel's perspective
    • Key issues covered in this Report:
    • Overview
    • The outlook for salty snacks in Thailand
    • The search for optimum health and wellness brings the processing of food and drinks into question
    • Apart from providing emotional comfort, salty snacks are serving as urban 'tummy fillers'
    • Graph 1: function of salty snacks, by living area, 2023
    • Build relevance of salty snacks beyond the downtime occasion for Thais
    • Graph 2: salty snacks consumption occasions, 2023
    • Trigger trial through functionality and global flavours
  2. key trends

    • What you need to know
    • The search for optimum health and wellness
    • Nutrition and health benefits are top-of-mind for Thais
    • Graph 3: top three most important factors considered when choosing packaged food and/or drinks, 2022
    • Consumers rationalise the added nutrition in food and drink products
    • Global snack brands are turning to nutritionally dense ingredients including nuts, superfoods and vegetables
    • Global salty snack brands are targeting new consumption occasions through functionality and nutrition
    • Increase scrutiny about processing of food and drinks
    • Processing will factor into food and drink decisions
    • Thai salty snack brands are heavily focused on developing a natural positioning
    • Graph 4: share of product launches in salty snack categories, by top 10 claim categories, 2020-23
    • Demand for natural nutrition from familiar, less processed sources will fuel acceptance of upcycled ingredients in salty snacks
    • The adventurous consumer: hunger for new experiences
    • The price of experiences is growing
    • Consumer desire for novel experiences sets expectations for flavour innovation
    • Mintel's 2024 Global Food & Drink Flavour Trends
    • Flavour combinations take on new challenges
    • Surprising pairings and collaborations are delivering novel experiences and make snack occasions limitless
  3. what consumers want and why

    • What you need to know
    • Stable consumption of salty snacks with a declining trend among women
    • Graph 5: salty snack consumption shift in the past six months, by age and gender, 2023
    • Snacks are at risk of losing relevance if budget constraints arise
    • Graph 6: what consumers would do if they had to spend less on food/drinks, 2023
    • Establish salty snacks as a staple in snacking routines
    • Apart from emotional comfort, salty snacks are serving as urban 'tummy fillers'
    • Graph 7: perceived function of salty snacks, by living area, 2023
    • A range of better-for-you salty snacks will appeal to urban dwellers, but the balancing act will be crucial
    • Graph 8: select 'very interested' in trying healthy salty snacks, by area, 2023
    • Salty snack brands are beginning to claim 'satiety', but this remains a niche space
    • Graph 9: share of product launches in snack categories, by 'high satiety' claim, 2020-23
    • Promote satiety for an afternoon energy boost
    • Graph 10: select 'I eat salty snacks in the afternoon for energy boost', by consumers who eat salty snacks to curb hunger in between meals vs total, 2023
    • Growing popularity of high/added protein salty snacks with untapped potential for high/added fibre expansion
    • Graph 11: share of product launches in snack categories, by select claims, 2020-23
    • Innovate with ingredients high in fibre and protein to claim on satiety benefits on packaging
    • Use ingredients that help consumers sustain their energy levels throughout the day
    • Expand range of high-nutrition and low-sodium salty snacks
    • Graph 12: claims consumers usually look for when choosing healthy salty snacks, by urban consumers who eat salty snacks to curb hunger in between meals vs total, 2023
    • Minimal has been done on the high nutrition and reduced sodium front
    • Graph 13: share of product launches in snack categories, by top 30 claims, 2020-23
    • New technology for reduced sodium without sacrificing indulgence
    • How to establish a balancing act: flavour mashups and novel protein sources
    • Protein-enriched snacks with flavour mashups can balance the health and indulgence proposition
    • Enhance sensorial excitement of healthy snacks through unique flavour combinations and collaborations
    • Flavor mashups can be meal-inspired in order to enhance sensorial excitement and perceived indulgence
    • Soy and meat protein in salty snacks garners highest interests
    • Graph 14: protein sources that will encourage trial of salty snacks, 2024
    • Take inspiration from novel and emerging protein sources in the Thai salty snacks market
    • Tap into interest for whey protein formulations and showcase satiety with indulgence
    • Offer protein novelty through plant protein innovations alongside satiety and flavour excitement
    • Innovate with plant protein sources and offer sweet-savoury mashups
    • Tap into occasions beyond downtime
    • Build relevance of salty snacks beyond the downtime occasion for Thais
    • Graph 15: salty snacks consumption occasions, 2023
    • Leverage consumers' downtime by positioning as an integral part of TV watching
    • Cross category inspiration: position for the Netflix occasion
    • "No Lay's, No Game": tap into different social occasions to grow relevance
    • Increase relevance in the growing gaming scene and target Gen Z men
    • Graph 16: consumption of salty snacks when gaming (eg video games), by gender and age, 2023
    • Get creative in meeting needs of gamers: no munching sound distractions!
    • Offer promotions for gamers: unlock Game Pass and earn rewards
    • Cross-category inspiration: formulate for the 'energy boost' needed during gaming
    • Position as a fulfilling complement to non-alcoholic beverages and target urbanites
    • Graph 17: consumption of salty snacks when having non-alcoholic beverages by select behaviours of salty snack consumption, vs total, 2023
    • Salty snacks can capitalise on widely consumed beverages in the Thai market
    • Graph 18: consumption of carbonated soft drinks in the past six months, 2023
    • Bring the best of two worlds together: provide a burst of indulgence with snacks paired with beverages
    • Encourage consumers to pair specific snack flavours with drinks
    • Be the guiding choice for pairing beverages with salty snacks
    • Target Gen X who are heavy coffee drinkers
    • Graph 19: consumption of salty snacks when having tea/coffee, by generation, 2023
    • Grow the midnight snacking occasion with Gen Z
    • Cross-category inspiration: help Gen Z wind down
    • Develop a menu for the sole purpose of night-time indulging to drive appeal
    • Position for different daypart occasions
    • Trigger trial through health functionalities and global flavours
    • Functional benefits are not the most sought out health feature but can trigger curiosity
    • Graph 20: features that will trigger trial of salty snacks, 2023
    • Innovate health functionalities that will spark curiosity in salty snacks
    • Graph 21: functional benefits in salty snacks that will encourage trial, 2023
    • Brands striving to innovate in the functional space but falling short on meeting market demand for stress relief snacks
    • Graph 22: share of product launches in snack categories, by functional claims, 2020-23
    • Tap into demands for stress relief by offering targeted mood-boosting snacks
    • On top of satiety, linkage between fibre and gut health can boost appeal
    • Leverage emerging fibre ingredients for gut health benefits
    • Communicate the inherent goodness of potatoes and fortify with nutrients to develop potato chips that offer immunity support
    • Drive trial through flavour innovations inspired by popular global cuisines; novelty will be key
    • A glimpse at global cuisine flavours that will trigger trial
    • Graph 23: international flavours that will encourage trial of salty snacks, 2023
    • Explore novel and emerging Japanese flavours in the Thai market
    • Explore novel and emerging Japanese flavours
    • Represent the Japanese culture through flavour; flavour mashups can be extended to global cuisines
    • Mash up two Italian established flavours to drive novelty; tap into interest for carbonara flavour
    • Explore cooking techniques in cuisine-inspired flavours
    • Provenance provides sense of 'something special'
    • Local flavours can drive a niche appeal among Gen Z
    • Graph 24: select local flavours to encourage trial of salty snacks, by generation, 2023
    • Thais are most receptive to local flavours with a sharp spicy note
    • Graph 25: local flavours that will encourage trial of salty snacks, 2023
    • Develop a range of authentic local flavours
  4. appendix

    • Consumer research methodology
    • TURF analysis

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report
Thai Consumer Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch